Worcester Polytechnic Institute

What you'll study

The programme blends business fundamentals with quantitative and technical training. Early coursework typically covers principles of marketing, microeconomics, accounting fundamentals and statistics, establishing the commercial context for analytical work. Core marketing modules explore consumer behaviour, brand management, marketing research and digital marketing strategies.

The analytics strand teaches data management and analysis skills: probability and statistical inference, regression and forecasting, experimental design and A/B testing, database querying (SQL), and programming for data analysis (commonly Python or R). Applied subjects include customer relationship management, marketing automation, web and social media analytics, data visualisation, and introductory machine learning methods for segmentation and predictive modelling.

A distinguishing feature is project‑based learning: students apply methods to real datasets in laboratory courses and team projects, culminating in a Major Qualifying Project (MQP) or industry practicum where they solve an open‑ended marketing problem for an external sponsor. Electives and concentrations allow deeper study in areas such as digital analytics, retail analytics, pricing and revenue management, or product analytics.

Entry requirements

Applicants should hold a high school diploma or equivalent. Strong preparation in mathematics is expected — courses in algebra and pre‑calculus are typically required, and calculus or statistics is strongly recommended. Admissions look for a balanced academic record that demonstrates quantitative ability and written communication skills.

Typical application materials include official transcripts, a personal statement, and at least one academic or professional recommendation. International applicants must demonstrate English proficiency to university standards through accepted tests or other institutional pathways. Transfer applicants should provide college transcripts and descriptions of prior coursework to determine course placement.

Career prospects

Graduates are prepared for roles that bridge marketing and data science. Common entry positions include marketing analyst, digital or web analyst, customer insights analyst, CRM analyst, product analyst and social media analyst. With experience, alumni move into roles such as marketing data scientist, insights manager, growth marketer, product manager or analytics consultant.

Employers span industries — technology firms, consumer goods and retail, financial services, healthcare, media and advertising agencies, and management consultancies. The programme also provides a foundation for graduate study in marketing, business analytics, data science or an MBA.

Why study at Worcester Polytechnic Institute

WPI is known for a project‑based curriculum that emphasises experiential learning and collaboration with external partners. Students in Marketing Analytics benefit from the Foisie School of Business’s applied approach, access to multidisciplinary teams, and opportunities to work on real business challenges through the Major Qualifying Project and internship placements.

Facilities and resources include computing labs, access to modern analytics software, and faculty who combine research and industry experience in marketing and analytics. The institute’s strong corporate relationships and active career services help students secure internships and entry‑level positions in the regional and national job market.